VANTAGE HOSPITALITY'S PAID SEARCH REVENUE INCREASED BY 75%

RESULTS

  • Increased Revenue by 75%
  • Increased Return on Ad Spend by 44%
  • Decreased Cost per Acquisition by 13%
  • Increased Click Through Rate by 282%

 

CASE STUDY

Paid Search + Programmatic: Structure. Optimize. Produce.

A well structured, intelligently targeted, and continually optimized paid search account is the cornerstone of a successful search marketing campaign. Partnered with advanced programmatic bidding technology, our strategy goes beyond basic campaign optimization to utilize machine learning to achieve maximum budget and revenue efficiency.

 

WHAT DID WE DO?

GCommerce’s goals were to achieve an optimal return on advertising dollars spent while maintaining the promise to give every single hotel location representation through paid search traffic.  These goals guided our approach to PPC campaign structure, budget allocation, and ongoing paid search optimization.

GCommerce knew the unique structure and budget at Vantage would benefit from the smart implementation of programmatic, so we set out with the Vantage team to evaluate options.  We knew that with the right programmatic bidding platform, we could achieve more efficiency out of their budget.

Since 2014, GCommerce was able to increase return on ad spend by 44% and decrease cost per acquisition for hotel PPC campaigns by 13%.

So, how did we achieve success with these hotel PPC campaigns? We took the following approach:

 

 

Restructured PPC Campaigns for Hotel Locations

This focused on utilization of a novel paid search campaign structure for hotels, designed to enhance efficiencies of the programmatic bid optimization platform.

We eliminated phrase match keywords – After analyzing historical performance of our hotel PPC campaigns, we found phrase match to capture fewer impressions, drive fewer clicks and less revenue. It also consumed a higher cost-per-click. We found that broad match modified paid search keywords allowed us to match with the same search queries that phrase match keywords would have captured with a lower cost-per-click.

 

Continually Progressed Hotel PPC Campaigns with New Adwords Features

We incorporated new hotel PPC ad extensions, ad types and utilized additional features as Google and Bing Adwords released them. As confirmed by Google, “Ad extensions and formats can influence the position of your ad on the search results page” https://adwords.googleblog.com/2013/10/improving-ad-rank.html

 

Ongoing Optimization of Hotel PPC Campaigns

We continually optimized the hotels’ PPC campaigns through tactics such as negative & positive keyword research, removal of keywords with high spend yet no conversions or assisted conversions (utilizing automated rules in Adwords) and ad copy testing.

 

Use of Programmatic Bidding Technology for PPC Campaigns

Finally, we utilized programmatic bidding technology for the hotel PPC campaigns to achieve efficiencies in budget allocation and cost per click while working towards the goal of maximizing revenue production for the hotels. The algorithm’s ability to make 100’s of real-time bid adjustments daily based on historical conversion performance of keywords, took our bid optimization beyond the limitations of manual or rule based adjustments.

 

CONCLUSION

GCommerce utilized a combination of advanced paid search structure, optimization, and technology to grow campaign performance to help Vantage increase revenue production and return on ad spend while lowering cost per acquisition. Never stay complacent in your approach to paid search for your hotels. Test new paid search structures, continually optimize and take advantage of available technology to improve efficiencies and you’ll achieve success.

 

GCOMMERCE DEBUTS NEW WEBSITE & INNOVATIVE NO STRINGS ATTACHED PROGRAM

PARK CITY, UT, March 13, 2017 – GCommerce, a full-service digital marketing agency focused on the hospitality industry, announces the launch of its refreshed brand and new website along with the company’s No Strings Attached (NSA) program. This flagship program allows GCommerce to solve the digital marketing woes of hotels and resorts in a cost-free and efficient matter. NSA offers hoteliers the opportunity to work with GCommerce’s experienced team to solve hotel digital marketing needs in a single platform exclusive of fees and contracts.

“The digital marketing space is ever-changing. For hoteliers, navigating these waters can be challenging,” said Chris Jackson, President and Partner of GCommerce. “Hoteliers face digital challenges every day, leaving them frustrated and confused. GCommerce has always sought to provide guidance and professional expertise to hoteliers who might not be getting such expert guidance and problem-solving with their current agency or in-house team.

To earn a customer’s loyalty, you, as the brand, need to show your loyalty to the customer first. In other words, before they become a paying customer, offer them a way to experience your brand’s goods or services with no risks. GCommerce is excited to be the first in the hospitality industry to extend our expertise to hoteliers with no commitment in order to earn their loyalty and partnership as a long-term customer. From being able to effectively track marketing campaign performance to understanding why a hotel’s website isn’t converting and how to change that, GCommerce is confident that we can help hoteliers solve their digital problems.”

GCommerce’s No Strings Attached program launches along with the company’s new website, which showcases an updated brand look and feel. GCommerce’s updated website allows the hospitality marketing agency to better demonstrate its capabilities and success stories to potential clients.

“Our goal is to bring real solutions to the hotel industry, making travel a better, smarter industry and us better marketers,” said Jackson.

For more information about GCommerce and their NSA program, please visit the website at http://www.gcommercesolutions.com/no-strings-attached

About GCommerce

Built on the belief that one-size-fits-none, GCommerce strives to eliminate the cookie-cutter approach to digital marketing. Catering to a wide variety of clients in the hospitality and tourism industry, GCommerce provides a customized, strategic, and client-focused approach to digital marketing for hotels and resorts. Services provided include, but are not limited to, search engine optimization and marketing, award-winning website design, web development, display advertising, email marketing, social media advertising and digital consultation.

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